Victoria jewelry store receives recognition in trade publication

Torin Bales Fine Jewelry is a cool store. At least, according to "Instore" magazine.

The Victoria jewelry shop, 6007 Northeast Zac Lentz Parkway, was featured in the "Cool Stores" section of the trade publication's May issue.

It was exciting to be recognized, said Torin Bales, the store's owner. Although he knew he was nominated, he didn't know if or when the five-page feature would run.

"I had a couple of friends call and congratulate me, but I didn't know what they were talking about," he said Thursday. "But, yesterday, I got a magazine in and there it was."

A panel of judges votes on nominees, Bales said, and he believed his building's architecture and design contributed to the win.

The "Torin Bales experience" was another contributing factor, said Janell McPhail, who owns Jet Marketing & Advertising. The jewelry store offers soda, snacks and even Blue Moon beer on tap to those who shop, she said, and also boasts a big-screen TV for shoppers who need a moment to sit down and relax.

Bales said he was proud of the recognition.

"I was absolutely floored," he said, explaining the publication had never before printed such a large spread for the feature. "For a store in Victoria to win, it was great."